A Sponsor Steps Away From The Edge

This may sound perilous for a brand that is so intrinsically linked to risky sports (the very own brand’s packaging represents a climber), but Clif Bar made the right move :

“We have and always will support athletes in many adventure-based sports, including climbing,” the company said. “And inherent in the idea of adventure is risk. We appreciate that assessing risk is a very personal decision. This isn’t about drawing a line for the sport or limiting athletes from pursuing their passions. We’re drawing a line for ourselves. We understand that this is a gray area, but we felt a need to start somewhere and start now.”

→ The New York Times